7. For CPG companies, a major challenge is
gaining visibility into marketing spend that
is spread across various categories and
brands. As a result, marketing processes
can become inefficient, bogged down by
this lack of insight.
8. OUR PANEL
Rex Briggs
CEO
Marketing Evolution
Mary O’Connell
Director, Global Digital Marketing and Public Relations
Clorox Co.
Monique Duquette
Sr. Applications Consultant
Aprimo
10. Telmar Matterhorn ROI (TMR)
How the connection between Marketing ROI data and
software will change marketing planning
Rex Briggs, CEO Marketing Evolution
rex@marketingevolution.com
11. What is a SIRF?
And why does it matter?
Spend-to-Impact
Response Function
Impact
Spend
12. The Most Broadly Validated Solution for ROI Measurement:
The “Best Practice” Standard
1. Leading independent marketing & research associations
– The ARF (Advertising Research Foundation) in coordination with
- ANA (Association of National Advertisers)
- AAAA (American Association of Advertising Agencies)
2. Leading independent academics (partial list)
– Steven Levitt, award winning economist, University of Chicago,
Author, Freakonomics
– John List, foremost field economist, University of Chicago
– Kirthi Kalayanam, digital and retail measurement leader,
University of Santa Clara, author of several Harvard Business
Review articles
3. Media companies & trade associations
– IAB (Interactive Advertising Bureau)
– NAA (Newspaper Association of America)
Partial list of Marketers: – Magazine (Time Inc, Conde Nast, Meredith, etc.)
– TV (Fox, Disney, MTV Networks, etc.)
4. Best practice reviews
– Corporate Executive Board, (B2C & B2B - US, Europe)
– Forrester
– ESOMAR – “best practices” Wiley & Sons, April ‘07, 60 pages
– Journal of Advertising Research (Dec 06)
13. Layering Media To Maximize ROI & Revenue
Case Example: CPG Marketer
Established Brand, seasonal purchase
pattern, message designed to
increase purchase intent
Online
TV (Trough months)*
TV (in-season)
Social
Search
14. Telmar Matterhorn ROI (TMR)
The new syndicated ROI media planning solution, blending
the core competencies of Marketing Evolution & Telmar.
• For years, Telmar has • ME’s ROI experts have
provided customized ROI delivered 100s of cross-media
software & service solutions ROMO engagements around
the world
• Combines Reach/ Frequency
to optimize ROI using a multi- • ROMO benchmark data
media planning interface provides media impact across
verticals, targets, campaign
objectives and situations
15. The Most Broadly Validated Solution for ROI Measurement:
The “Best Practice” Standard
1. Leading independent marketing & research associations
– The ARF (Advertising Research Foundation) in coordination with
- ANA (Association of National Advertisers)
- AAAA (American Association of Advertising Agencies)
2. Leading independent academics (partial list)
– Steven Levitt, award winning economist, University of Chicago,
Author, Freakonomics
– John List, foremost field economist, University of Chicago
– Kirthi Kalayanam, digital and retail measurement leader,
University of Santa Clara, author of several Harvard Business
Review articles
3. Media companies & trade associations
– IAB (Interactive Advertising Bureau)
– NAA (Newspaper Association of America)
Partial list of Marketers: – Magazine (Time Inc, Conde Nast, Meredith, etc.)
– TV (Fox, Disney, MTV Networks, etc.)
4. Best practice reviews
– Corporate Executive Board, (B2C & B2B - US, Europe)
– Forrester
– ESOMAR – “best practices” Wiley & Sons, April ‘07, 60 pages
– Journal of Advertising Research (Dec 06)
16. Different brands in different categories face different
challenges to growth…
…therefore need different optimizations
TMR Accounts for Different Categories & Objectives
– Awareness
– Positive Brand Perceptions
– Purchase Intent
– Advocacy
– Sales
17. Old vs. New Model of Value Creation:
TMR accounts for BOTH.
Mass Media Model: Social Media Model:
Each interaction is an
B2C 1000 impression = $10 C2C impression
$10 CPM = $0.50 CPI
Influenced to
interact with brand.
Pass
Some pass along.
along
continues
Pass
Along
No brand visit, but
positively influenced.
Some pass along.
18. How Do We Create the Most Impact Per Dollar Spent?
Situation
Vertical-specific, campaign
situation & marketer’s goals
+
Specific Media
Placements
“Impact curves” of which
placements deliver more value
‘Impact Based’
+ Targets + Costs Recommendation
19. TMR Accounts for Different Marketing
Objectives
New Brand
Established Brand
Upper-funnel objectives
Lower-funnel objectives
New Brand
Established
Brand
New Brand challenge on
High awareness and
the other hand focuses on
consideration leads to
familiarity and
looking to maximize sales
consideration
volume
Unit sales up X% through impact on lower funnel metrics Unit sales up X% through widening of the upper funnel
20. Based on Benchmarks of Impact Curves
Each media channel has a different value,
depending on funnel objectives
Customer Purchase Funnel
Online
& Campaign Impact Magazine
New Brand / P25-54Brand
Established Radio
Network TV
Unit sales up X% through impact on lower funnel metrics
P25-54
Of Ad Exposure
Each point represents actual tracking responses
from hundreds of ROMO client campaign studies
21. How Do We Create the Most Impact Per Dollar Spent?
Situation
Vertical-specific, campaign
situation & marketer’s goals
+
Specific Media
Placements
“Impact curves” of which
placements deliver more value
‘Impact Based’
+ Targets + Costs Recommendation
22. Scenario Examples
Changing The Objective Changes the Optimization
Awareness: M25-54 Purchase Intent: M25-54
Magazine Magazine
Digital Display Digital Display
Cinema
Cinema
Syndication
Syndication
Network TV
Network TV
Cable TV Cable TV
Changing objective to intent from awareness shows a
noticeable shift from Network TV to Digital Display
23. Scenario Examples
Changing the Target Audience Changes Optimization
Awareness: M25-54 Awareness: W25-54
Newspapers
Magazine Magazine
Digital Display Digital Display
Cinema Cinema
Syndication Syndication
Network TV Network TV
Cable TV Cable TV
While overall changes aren’t
drastic………….
24. More Granularity = Better ROI
M25-54 W25-54
Digital (most to least $) Digital (most to least $)
• Search Engines • Search Engines
•Weather •Weather
•Sports •E-mail
•E-mail •Social
•Social •Entertainment
Network TV (most to least $) Network TV (most to least $)
•Early News •Early Morning
•Early Morning •Daytime
•Sunday Morning •Early News
•Late Night •Sunday Morning
•Sunday Night Football •Late Night
Magazines (most to least $) Magazines (most to least $)
•Men •Women
•Fishing Hunting •General Editorial
•Motorcycling •Health
•Automotive •Epicurean
•Video Games
25. What is `Basecamp’ vs ‘Summit’?
Swap in your own impact
data, utilize customized cuts
from ME’s database and/or
go more granular with media
levers, targets etc
Our syndicated offering with
100+ levers in 10+ verticals
TMR: Software-Based Command Center
• Flexible planning tool , integrating multiple data feeds to enable alignment & collaboration
• Marketing, research & agency teams can simulate trade-offs
• Scenario Planning different budget levels, pricing, etc.
26. Telmar Matterhorn ROI (TMR)
• A revolutionary new budget planning tool…
• Based on billions of dollars in marketing
spending analyzed independently.
• Build plans on key metrics such as:
– Awareness, Brand Image Shift,
Increasing Demand/Purchase Intent,
Sales Conversion, etc.
• Currently serving the following verticals:
– Auto, Pharma, Entertainment,
CPG (Food, Beverage, Health/Beauty)
Restaurant, Retail, etc.
• Schedule a hands-on demo:
• Steve Riddle (sriddle@telmar.com)
• Jason Wertheimer (jason.wertheimer@marketingevolution.com)
• Rex Briggs (rex@marketingevolution.com)
30. Turning up the volume
For most of us, current measurement models don’t capture ever increasing digital
executions in their current state
Each driver has a coefficient that
Base Price
defines the direction and
magnitude of its effect on
TV
volume.
Distribution Radio
Trend Print
TPR PR
Online Banner*
Feature Only Brand Volume
Display Only Streaming Video
Feature&Display Search
FSI Website
Competition
Facebook/Twitter
Seasonality
CRM-emails
31. It’s a moving target
•Mobile, mobile everywhere
•Partial attention syndrome
•Immediacy and high alert
•Customization
•Hyper-targeting
32. The journey to real-time marketing
Success: Digital analytics
for real-time marketing and Digital Analytics for
ROI measurement for growth and
demand creation competitive advantage
It’s as easy as:
1. Agree on objectives
2. Measure
3. Iterate
Starting Point
33. The goal: 360 measurement
Most current models Digital Engagement Ecosystem
Insights: Strategic feedback for real-time marketing
Digital Strategies & Innovation &
Digital
Execution Tactics Business Strategies
Execution
Power of
Digital
Early indictors
Semi-annually
or annually
Behavioral KPIs and Engagement Score
Measurement
Attitudinal
Measurement
Expand scope of Financial
Financial ROI and Efficiencies
Financial Measurement Measurement
Measurement
Concluding indictor
Spend/Tactic Optimization Spend/Tactic Optimization
and Forecasting and Forecasting
Real-time marketing
34. Creating an engagement model: It starts with a game plan
-------------------------------------------------------------
All of digital is a learning lab. Treat it that way.
Rather than just
grabbing for the
“If I do Y, latest shiny object,
then Z will test your way in.
happen…” You’ll accelerate
your learning.
“I wonder
what would
happen if….”
Set hypotheses l Map to growth priorities l Prioritize l Pre-commit to next steps
1 2 3 3
3 4
35. The case for clear KPIs: Return on Objectives
Agree on universal KPIs for each tactic, typically
1 volume/transactional metrics such as friends, followers,
sentiment, posts, ratings
2 Then set engagement metrics for the same tactics. If fans are
your universal KPI for Facebook, then set interactions per fan
as an engagement metric.
36. The engagement model : A bridge to financials (Social media example)
-------------------------------------------------------------------------------------------------------
-----
Financial Transactional
Outcomes Metrics
•Sales Friends
•Profits Followers
Sentiment
Posts
----------------------------------------------------------------------------------- Ratings
----------
----------
Financial Behavioral Attitudinal Transactional
Outcomes Objectives Objectives Metrics
•Sales •Behavioral metrics •Attitudinal metrics •Friends
•Profits
•Qualified leads •Perceptions •Followers
•Engagement •Affinity •Sentiment
indicators
•Likelihood to •Posts
recommend
•Ratings
Source: Corporate Executive Board
37. Multitude of metrics
Multitude of metrics
Impressions Pageviews/Video Views
Frequency
Reach DataCore PR Bounce Rate
Click-rate agencies
YouTube Vindico Twitter Emails Sent
Facebook Google Analytics
DoubleClick WebTrends Database
Clicks Dozens of Data Sources Visits
Google AdWords ePrize
Opt-Ins
Yahoo! Search
Responsys
Open rate
Individual Publishers
MSN Ad Center
Coupons Inc. Listening
Active Users Codes Entered Conversion Rate